The benefits of blogging have been known for years. Blogs provide fresh content for your website, allow you to target more keywords to rank organically, help you share your knowledge and build your community, provide you with unique content to share on social media… and lots more.
But there’s one question that you might have: How long should your blog be?
As an experienced digital marketing company, we get asked this a lot. And while there is no one answer, there are a few factors that can help you decide. Here are three to consider when determining the length of each blog post.
1. Blog Topic
The topic of your blog is the first thing to consider. Some topics simply require more words to do them justice.
- A recent news story might only require a few paragraphs to cover the topic.
- A blog post discussing a recent industry event could be a few hundred words.
- A guide to best SEO practices could be tens of thousands of words.
Some topics need a lot more words. But don’t stretch out a basic topic by adding lots of unnecessary content just to increase the word count – it will only make the content boring for the reader.
2. Blog Purpose
What are you publishing a blog for? This is another important factor to consider before you start creating a post.
- If you want to generate a discussion or get comments, a short post could easily be enough.
- If you want to educate your audience on a key part of your business, a longer guide will be necessary.
In general, a blog you want to share on social to generate conversation will usually be shorter. On the other hand, content for ranking in search will normally be longer and more detailed, often divided into different sections containing multiple longtail keywords.
3. Blog Audience
You need to understand your audience to understand how long your posts should be.
Does your audience prefer long, informative content? Or quick, entertaining posts? Getting the length right will boost engagement.
You may have to ask them for their opinions using surveys. Or you could experiment with different lengths and see which your audience engages with the most.
Long Posts Are Not Always Better
The general point in all of the above posts is this: There is no set blog length for success. It always depends on various factors.
According to data from HubSpot, the ideal length is between 2,100 and 2,400 words. But this is not a set rule. (Indeed, 16 of its top 50 posts were under 1,500 words.)
As an experienced marketing company London, we are always telling our clients not to worry too much about hitting a specific length for every post. If you are creating a blog post and you feel you have covered the topic in 500 words or 1,000 words, that’s normally fine.
Instead, focus on creating engaging content that your audience will love – no matter how long that means.
Create a Mix of Long and Short
Use the factors above to help determine the length of the blog post, but don’t work to arbitrary lengths. If you can cover a topic well in 300 words, do it. If it takes 3,000 words to do it justice, do that. And if you have doubts about your current strategy, our marketing company London can help.
It’s often more interesting to publish blog posts in a range of lengths. There is also the problem of creating the content: posting a daily 2,000-word blog is asking a lot of most businesses. So throw in a few shorter posts to keep things fresh.
In short, publishing lots of lightweight content is not a great tactic. But don’t assume that all your blog posts have to be 5,000-word heavyweights. Some topics require more words to cover, some less. So use your judgement.
And if you need help with your blog content and SEO in general, contact our digital marketing company to get started.